Estimating reach and frequency of advertisements

ABSTRACT

Estimating the reach and device frequency of a proposed advertising campaign based on the probability that advertising content delivery devices (e.g., a television set top box, radio) were used to deliver advertising content (e.g. television ad, radio ad) during specific time periods on specific delivery device channels.

CROSS-REFERENCE

This application is a continuation application of co-pending U.S.application Ser. No. 12/331,938, titled “Estimating Reach And FrequencyOf Advertisements,” filed Dec. 10, 2008, the disclosure of which isincorporated herein by reference in its entirety.

BACKGROUND

This disclosure relates to advertising.

Advertisers often set exposure goals for advertising campaigns foradvertising content, e.g., creatives, television ads, or radio ads, anddevise strategies, e.g., when to air the advertising campaign content,to achieve these goals. Often the strategies are based on the exposureof advertising content in previously aired campaigns. The exposure of anadvertising campaign can be gauged, for example, by the number of uniquedevices, e.g., set top boxes, televisions, or radios, used to presentthe advertising campaign content (“reach”) and the number of times aparticular device is used to present the advertising campaign content(“device frequency”) during a timeframe of interest. The reach anddevice frequency associated with an advertising campaign can be derivedfrom reporting data received from viewing devices or listening devices,e.g., set top boxes or radios, that automatically collect and transmitsuch pattern information to a collection entity.

Based on the estimated exposure of advertising content in previouslyaired campaigns, advertisers can devise or adjust strategies for theirproposed, i.e., yet to be aired, advertising campaigns. However, theeffectiveness of these strategies devised to achieve an advertiser'sexposure goals is limited by the accuracy with which the exposure of thecontent in previously aired campaigns is estimated. Furthermore, it isdifficult to estimate reach and frequency for proposed campaigns, asestimating overlap of viewership in the future can be challenging.

SUMMARY

In general, the subject matter of this specification relates to systemsand methods for estimating the reach and device frequency of anadvertising campaign.

One aspect of the subject matter described in this specification can beembodied in a method including accessing time block data for a pluralityof time blocks. Each time block defines a time period during whichprogramming of a channel is aired. For each time block, devices thatwere used to present programming of the channel during the time perioddefined by that time block are identified. First probability data foreach identified device are generated. The first probability data includea first probability that the identified device was used to presentcontent on the channel during the time period defined by that timeblock. For each device, second probability data that include secondprobabilities that the device was used to present the content in eachtime block in sets of two or more time blocks are generated. The secondprobabilities are based on the first probabilities associated with thetime blocks in the sets of two or more time blocks. Reach data for acampaign are generated. The reach data are based on the first and secondprobabilities and are representative of a reach of the campaign to bepresented in the time blocks.

The details of one or more embodiments of the subject matter describedin this specification are set forth in the accompanying drawings and thedescription below. Other features, aspects, and advantages of thesubject matter will become apparent from the description, the drawings,and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example television advertisement system.

FIG. 2 is a block diagram of an example television advertisement reachand frequency processing system used in the television advertisementsystem of FIG. 1.

FIG. 3 is a flow diagram of an example process for generating reach dataand device frequency data.

FIG. 4 is a flow diagram of an example process for processing first andsecond probabilities to generate reach data and device frequency data.

FIG. 5 is block diagram of an example computer system.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

Predicting the exposure of advertising content (e.g., creatives,television ads, radio ads) in a proposed advertising campaign is basedon probability data describing likelihoods that devices, e.g., set topboxes, televisions, radios, were used to present advertising content inspecific time blocks. Each time block defines a specific time periodduring which programming is aired on a specific channel or network,e.g., a particular channel between 1 PM and 2 PM on Wednesday. Theprobability data can be derived from viewing information gathered byviewing devices, e.g., set top boxes, computing devices that receivevideo and/or audio programming, or radios, that automatically reportactivities such as channel tunes and the times at which the devices weretuned to the channels.

The probability data, which are based on the exposure of advertisingcontent in time blocks from a reference timeframe, e.g., the previousthirty days, include probabilities that a given device was used topresent advertising content in a particular time block and probabilitiesthat a given device was used to present advertising content in each timeblock in a set of two or more time blocks. This latter probability is anoverlap likelihood that is determinative of an estimated reach.

Based on the probability data derived from time blocks in the referencetimeframe and a projected number of impressions for the proposedadvertising campaign (e.g., the number of times the advertising contentis to be presented in the time blocks), the reach of the proposedadvertising campaign and the device frequency of devices to be used topresent the proposed advertising campaign are estimated.

In the context of television viewing devices, such as set top boxes, thereach is the number of unique viewing devices to be used to present theproposed advertising campaign, and the device frequency is the number oftimes the viewing devices are to be used to present television ads inthe proposed advertising campaign.

FIG. 1 is a block diagram of an example television advertisement system100. Television advertisement system 100 delivers advertising campaigncontent, e.g., television ads/creatives, to an advertising population tofacilitate operator monetization of programming and quantification ofcontent delivery to target markets. For example, the content can be atelevision ad or creative presented on a television. A creative can be,for example, a video portion of a television advertisement. The videoportion of the advertisement can include audio and text. The creativecan be shown separately from a television program in the form of atelevision commercial, or can be shown concurrently with a televisionprogram in the form of an overlay or text stream on a portion of atelevision display. For convenience, advertisements and creatives aresynonymous as used herein.

The television advertisement system 100 is typically implemented in aplurality of computer servers, and can provide and receive data over anetwork. Example networks include local area networks (LANs), wide areanetworks (WANs), telephonic networks, and wireless networks (e.g.,802.11x compliant networks, satellite networks, cellular networks,etc.). Additionally, the television advertisement system 100 can, forexample, communicate over several different types of networks, e.g., theInternet, a satellite network, and a telephonic network.

In general, the television advertisement system 100 can receivetelevision advertisements and campaign data from an advertiser 140,e.g., an entity that provides television advertisements, such as acommercial entity that sells products or services, an advertisingagency, or a person. The television advertisement system 100 canfacilitate the provisioning of television advertisements to a televisionprovider 120, e.g., an entity that facilitates the delivery of atelevision broadcast (e.g., the programming of a television network) toviewers, such as cable provider, a digital satellite provider, astreaming media provider, or some other media provider.

The television advertisement system 100 can also, for example, obtainviewing information related to viewing devices 130 a-130 n. Exampleviewing devices 130 include set top boxes, digital video recorders andtuners, and other television processing devices that facilitate theviewing of the television signal on a television device. In someimplementations, logs related to viewing device 130 activity, e.g., settop box logs, can be anonymized to remove personal information relatedto viewing activities by the television advertising system or prior tobeing provided to the television advertisement system 100. In otherimplementations, such information can be provided by the provider 120,or by a third party.

The television advertisement system 100 also includes one or more datastores to store television advertisements and associated data. In oneimplementation, the television advertisement system 100 includes atelevision advertisement data store 102, a campaign data store 104, adevice log data store 106, and a time block data store 108.

The television advertisement data store 102 can, for example, includeadvertisements that can be broadcast or aired during an advertisementspot. Example television advertisements include video advertisements,banner advertisements, overlay advertisements, such as logos, URLs,dynamic pricing information for an advertisement, etc., and otheradvertisements that can be used to convey information visually and/oraurally during a television broadcast.

The campaign data store 104 can include, for example, campaigninformation for multiple advertisers. An advertising campaign candescribe an ad or a group of related ads, and how ads have been or willbe aired. Each campaign may be identified by a campaign identifierincluded in the campaign data store 104. Each campaign identifier can beassociated with one or more ads to identify ads related to the campaign.For example, a game system manufacturer may have a holiday season gameconsole campaign with two advertisements, one advertisement for ahandheld gaming console and one advertisement for a desktop gamingconsole.

The device log data store 106 can include, for example, datalogs/television reporting data from viewing devices 130, e.g., set topboxes, satellite receivers, etc. The log data store 106 can storereporting data that include channel identifiers, e.g., channel tunes,identifying channels having programming that was presented by use of theviewing devices 130, such as may occur when the viewing device 130 isprocessing video data to record and/or display. The log data store 106can also store reporting data that include device time data identifyingtimes and/or durations at which (or with which) a viewing device wasused to present the programming of the channels; and device identifiersidentifying the viewing devices 130. The log data can be anonymized toprotect individual users, through, for example, removal of personallyidentifying information, demographic aggregation of data, anonymizationof user identifiers and/or device identifiers, and the like.

The time block data store 108 can include data defining a plurality oftime blocks. A time block defines a particular time period during whichprogramming of a particular network or channel is aired. As such, forsome timeframe, e.g., a week, the programming of each channel orcorresponding broadcast network providing the programming aired or to beaired on that channel can be divided up into a set of time blocksspecific to that channel or network. Time blocks can be of differentdurations; typically a time block is measured in 30-minute durations.However, time blocks can be of longer or shorter durations.

The television advertisement data store 102, campaign data store 104,viewing device log data store 106, and time block data store 108 can beimplemented separately or in combination. For example, in oneimplementation, the advertisement data store 102, campaign data store104, log data store 106, and time block data store 108 can beimplemented in a single advertisement database. Other combinationsand/or subcombinations can also be used.

The television advertisement system 100 can include an advertisementdistribution engine 110, a reporting engine 112, and a reach andfrequency estimation engine 114. The advertisement distribution engine110, reporting engine 112, and reach and frequency estimation engine 114can, for example, be distributed among a plurality of computer devices,e.g., server computers communicating over a network, or can beimplemented on a single computer, e.g., as multiple threads on a servercomputer. Other implementation architectures can also be used. Theadvertisement distribution engine 110, reporting engine 112, and reachand frequency estimation engine 114 can, for example, be implemented insoftware, such as executable object code, interpreted scriptinstructions, or in combinations of executable and interpretedinstructions.

The advertisement distribution engine 110 can, for example, beconfigured to provide approved advertisements to the television provider120. In one implementation, the advertisements are provided to thetelevision provider 120 in advance of airing the advertisements. In someimplementations, after receiving a request for any new advertisements tobe downloaded for airing by the provider 120, the televisionadvertisement system 100 can, for example, label the download with aparticular ID that can be used later to identify the advertisement andthe distribution engine 110 can deliver the advertisement to theappropriate provider 120.

The reporting engine 112 can, for example, receive advertisementreporting information from the provider 120 and determine whether theselected television advertisement aired based on the advertisementreport information. For example, an advertisement may not air due to aprogramming irregularity, e.g., a sporting event going beyond ascheduled broadcast, an interruption to scheduled programming due tobreaking news, etc.

In some implementations, the reporting engine 112 can access thereporting logs from the device log data store 106, the time blocks fromthe time block data store 108, and programming information from theproviders 120. Based on this information, the reporting engine 112 cancreate associations between the device identifiers, the channelidentifiers and the device time data to identify the time blocks inwhich each viewing device 130 was used to present programming on thechannel corresponding to the time block, and the duration each viewingdevice was used to present the programming for the channel associatedwith that time block. For example, if a viewing device 130 was tuned toa particular channel for a 30-minute time block for durations of 4minutes, 6 minutes, and 11 minutes, then the duration that viewingdevice was used to present the programming during that time block forthat channel is 21 minutes.

In some implementations, the reporting engine 112 can relate televisionbroadcast networks to the channel identifiers from the device reportinglogs. Thus, for example, reporting engine 112 can associate viewingdevice 130 a that was tuned to a television network on a channel between8 AM and 9 AM on Saturday and tuned to another television network onanother channel between 8 AM and 9 AM on Tuesday with time blocksdefining those time periods, channels and/or networks.

The reporting engine 112 can also be used to determine the number ofimpressions for each airing of an advertisement. The impressions can,for example, be measured statistically. An impression can be a householdimpression, e.g., the airing of an advertisement in household andindependent of the number of televisions in a household. If theadvertisement is aired on a viewing device in the household, onehousehold impression can be recorded. In some implementations,impressions can be measured by an analysis of activity logs of theviewing devices 130. For example, a household may have three viewingdevices 130, and at a given time two of the devices may be tuned to afirst channel and the third device may be tuned to a second channel. Ifa first commercial airs on the first channel and a second commercialairs on the second channel during a time that the logs for the viewingdevices 130 indicated that the viewing devices are tuned to thechannels, impressions can be generated for each viewing device. In someimplementations, an impression can be based on a portion ofadvertisement exposure, e.g., a brief exposure of an advertisement, or afull viewing of the advertisement, or a threshold viewing in between,e.g., five seconds, or five seconds of the first fifteen seconds; or apercentage of the advertisement viewed, etc.

Operation of the reach and frequency engine is described with referenceto FIG. 2, which is a block diagram of an example televisionadvertisement reach and frequency processing system 200 used in thetelevision advertisement system of FIG. 1. The system 200 includes thereach and frequency estimation engine 114, which can estimate reach anddevice frequency for proposed (i.e., future) campaigns based onhistorical viewing habits. Such historical viewing habits can be derivedfrom, for example, the reporting logs from the viewing devices 130. Ingeneral, viewing habits of viewers are repetitive on a periodic basis,e.g., weekly. Accordingly, the likelihood that an ad impression willoccur in a future time block can be readily estimated based on thelikelihood that an ad impression occurred in a corresponding previoustime block.

However, the estimation of reach and device frequency does not readilyfollow from the number of recorded impressions. As reach is defined asthe number of unique viewing devices used to present an ad, the reachvalue decreases as viewership overlap for the campaign increases. Forexample, an ad with 10 impressions can have a maximum reach of 10 if 10unique viewing devices were used to present the ad; alternatively the adcan have a minimum reach of one if the same viewing device was used topresent the ad at 10 ad airings (an ad airing is a unique ad time slotfor a particular channel in which an ad is aired). Thus when estimatingreach and device frequency values for future campaigns, the viewershipoverlap between various time blocks must be considered.

As long as viewing patterns are substantially stable, the behavior ofviewing devices 130 can be modeled as probabilities that can be used inthe prediction of future impressions. In other words, if a viewingdevice 130 is used to present X minutes of a time block in a past week,the ratio of X/(time block duration) can be used as an estimation of afirst probability that the viewing device 130 will be used to present arandomly inserted ad during the same time block in the next week. Insome implementations, the first probability is considered an expectedimpression for the viewing device 130. The expected impression can beused to represent a partial impression, as the probability that theviewing device will be used to present a randomly inserted advertisementwill frequently be less than 1.0. All of the partial impressions for allviewing devices for a time block are aggregated to determine the totalnumber of partial impressions for a particular time block, as well asthe expected viewership overlap among different viewing devices 130.

The reach and frequency estimation engine 114 measures viewershipoverlap that considers the individual probabilities of each viewingdevice 130 presenting a randomly inserted ad in the programming of atime block. In some implementations, the first probabilities of theviewing devices 130 for each time block can be considered mutuallyindependent. Accordingly, a second probability—an overlap probability(i.e., a probability of viewership overlap)—of a viewing device 130being used to present an advertisement in any two or more time blocks isthe product of the individual first probabilities of the viewing device130 for those time blocks. As with the individual probabilities of theviewing devices 130, the overlap probabilities can be counted asoverlapping impressions. These probabilities of individual time blocksand overlap between time blocks for the viewing devices are thencompared to impression estimates for the time blocks to calculate reachand frequency estimates.

To calculate the partial impressions (first probabilities) for eachviewing device and each time block, the reach and frequency estimationengine 114 can perform the following calculation of Equation (1) below:

P1=VD duration(time block x)/Time Period(time block x)  (1)

Where:

P1 is a first probability (i.e., the individual probability) that aviewing device VD was used to present an ad in the programming definedby time block x, and is equal to:

VD duration (time block x) is the duration of time for which viewingdevice VD was used to present the programming of time block x; and

Time Period (time block x) is the time period of time block x.

The duration with which a viewing device 130 was to present theprogramming of a time block (e.g., VD duration (time block x)) can bederived in part from the log data/television reporting data from aviewing device 130. For example, an example set top log record includesthe following data:

V_ID00001111:OperatorID=1243.HeadendID=22.InsertionZone=243.Channel=123.Start=8:04:00pm.End=8:06:30pm

where V_ID00001111 is an anonymized device identifier identifying aviewing device 130, OperatorID, HeadendID, and InsertionZone areidentifiers related to a particular operator 120 and correspondinggeographic location, Channel is a channel identifier identifying thechannel which the viewing device was used to present, Start is a firsttune time indicating when the viewing device 130 tuned to the channelidentified by the channel identifier, and End is a second tune timeindicating when the viewing device 130 tuned out of the channelidentified by the channel identifier (the Start and End collectivelyreferred to as “device time data”). This, if this record isrepresentative of the only time a particular viewing device was tuned toa channel during a 30 minute time block, then P1 for this viewing devicefor the time block is 0.0833 (2.5 minuted/30 minutes).

To calculate the overlap probability (second probability) of viewershipoverlap of a viewing device 130 in any two or more time blocks, thereach and frequency estimation engine 114 can perform the followingcalculation of Equation (2) below:

P2_(i,j . . . n) =P1_(i) *P1_(j) * . . . *P1_(n)  (2)

where

P2_(i, j . . . n) is a second probability that a viewing device VD wasused to present an ad in each of the time blocks i, j, . . . n; and

P1_(i), P1_(j) . . . P1_(n) are the respective first probabilities thatthe viewing device VD was used to present an ad in each of the timeblocks i, j, . . . n, as given by Equation (1).

In some implementations, the second probabilities are limited to overlapfor any two time blocks i and j, i.e., P2_(i, j)==P1_(i)*P1_(j), ascalculating overlap probabilities for all combinations of three or moretime blocks for a proposed campaign can be processing intensive.

Assuming that each individual probability is equal to the partialimpression or an expected impression, then the total number of partialimpressions for any time block i is given by Equation (3):

$\begin{matrix}{{E\left\lbrack {T_{i}} \right\rbrack} = {\sum\limits_{\alpha}{P\; 1_{i}^{\alpha}}}} & (3)\end{matrix}$

where T_(i) is the set of all viewing devices used to present an ad intime block TB_(i) and P1_(i) ^(α) the first probability that a viewingdevice a was used to present an ad in the programming defined by timeblock TB_(i).

Likewise, assuming each overlap probability is equal to a partialoverlap in expected impressions, then the total number of partial orexpected overlapping impressions for any two time blocks TB_(i) andTB_(j) is given by Equation (4):

$\begin{matrix}{{E\left\lbrack {{T_{i}\bigcap T_{j}}} \right\rbrack} = {\sum\limits_{\alpha}{P\; 2_{ij}^{\alpha}}}} & (4)\end{matrix}$

where T_(i) is the set of all viewing devices used to present an ad intime block TB_(i), T_(j) is the set of all viewing devices used topresent an ad in time block TB_(j), and P2_(ij) ^(α) the secondprobability that a viewing device a was used to present an ad in theprogramming defined by time block i and time block j.

To illustrate how the first and second probabilities above can be usedto derive partial impressions and overlapping impressions, consideringthe example case of the viewing duration of three viewing devices andtwo 60-minute time blocks, as shown in Table 1:

TABLE 1 Time Block 1 Time Block 2 Viewing Device 1 20 minutes 30 minutesViewing Device 2 40 minutes 10 minutes Viewing Device 3 15 minutes  0minutes

For the purpose of illustration, only two time blocks, 1 and 2, areconsidered. However, in practice, many more time blocks would likely beconsidered. Time block 1 defines a time period of sixty minutes in whichprogramming on a first channel is aired (e.g., Channel X on Mondaybetween 8 PM and 9 PM) and time block 2 defines a time period of sixtyminutes in which programming on a second channel is aired (e.g., ChannelY on Tuesday between 3 PM and 4 PM), and viewing devices 1, 2, and 3represent three set top boxes providing set top log data related to timeblock 1 and time block 2.

Table 1 shows that viewing device 1 was used to present programming intime block i for twenty minutes (e.g., viewing device 1 was used topresent twenty minutes of the programming on Channel X between 8 PM and9 PM on the previous Monday) and that viewing device 1 was used topresent programming in time block j for thirty minutes (e.g., viewingdevice 1 was used to present thirty minutes of the programming onChannel Y between 3 PM and 4 PM on the previous Tuesday). The twentyminutes in which viewing device 1 was used to present the programming intime block 1 need not be consecutive; rather it can be an accumulationof times in which viewing device 1 was used to present the programming,e.g., the twenty minutes from time block i can be the result of tenminutes of programming presented from 8:00 PM to 8:10 PM and ten minutesof programming presented from 8:40 PM to 8:50 PM.

Similarly viewing device 2 was used to present forty minutes ofprogramming in time block 1 and ten minutes of programming in time block2, and viewing device 3 was used to present fifteen minutes ofprogramming in time block 1 and was not used to present the programmingin time block 2.

Assuming that each individual probability is equal to a partialimpression, and each overlap probability is equal to a partial overlapin impressions, then the partial impression for each viewing device in atime block, the overlapping impression for a viewing device in two timeblocks, and the total impressions for each time block and totaloverlapping impressions for each time block is as shown in Table 2:

TABLE 2 Overlap for Time Blocks Time Block 1 Time Block 2 1 & 2 VD/TB(TB₁) (TB₂) (TB₁ ∩ TB₂) Viewing 20/60 = ⅓ 30/60 = ½ ⅓ * ½ = ⅙ Device 1Viewing 40/60 = ⅔ 10/60 = ⅙ ⅔ * ⅙ = 1/9 Device 2 Viewing 15/60 = ¼ 0/60= 0  ¼ * 0 = 0 Device 3 Totals: ⅓ + ⅔ + ½ + ⅙ + ⅙ + 1/9 + ¼ = 5/4 0 = ⅔0 = 5/18 (E[|T₁|] = 5/4) (E[|T₂|] = ⅔) (E[|T₁ ∩ T₂|) = 5/18)

Table 2 illustrates that viewing device 1 has a 33.3% and 50% chance ofbeing used to present an ad in time block 1 and time block 2,respectively, and thus contributes a partial impression of the ⅓ and ½,respectively. Likewise, viewing device 2 has a 66.7% and 16.7% chance ofbeing used to present an ad in time block 1 and time block 2, and thuscontributes a partial impression of ⅔ and ⅙, respectively; and viewingdevice 3 has a 25% and 0% chance of being used to present an ad in timeblock 1 and time block 2, and thus contributes a partial impression of ¼and 0, respectively.

As underlying events of the first probabilities are considered mutuallyindependent events, it follows that the overlap probability for eachtime block i and j for a viewing device is the product of the individualprobabilities, i.e., P2_(1,2)=P1₁*P1₂. The overlap probabilities arerepresentative of partial impressions generated by one viewing devicebeing used in both time blocks. Accordingly, the overlapping impressionfor time blocks 1 and 2 for viewing device 1 are ⅙; for viewing device2, 1/9; and for viewing device 3, 0. The total partial impressions fortime block 1, as given by equation (3), is 5/4; and for time block 2, ⅔.Finally, the total overlapping impressions for time block 1 and 2, asgiven by equation (4), is 5/18. In practice, the first and secondprobabilities for the viewing devices presented in Table 2 are used onlyto calculate the total number of partial (expected) impressions and thetotal number of partial overlapping impressions, and need not beretained or otherwise stored for future use. In some implementations,the first and second probability results are discarded as an addedprivacy protection measure.

For a particular set of time blocks, the total number of expectedviewing devices used to present ads in the time block set can beestimated by summing the numbers of expected viewing devices from eachof the time blocks in the set (e.g., summing E[|Ti|] for each time blocki in the set). With respect to Table 2 above, the total number ofexpected viewing devices used to present ads in the proposed time blockset of time block 1 and time block 2 is 23/12, (E[|T1|]+E[|T2|]= 5/4+⅔=23/12).

Provided there was no overlap in impressions, the reach of the campaignwould thus be 23/12. However, in practice there will be overlappingimpressions. Thus, the values of Table 2 can be used to estimate reachand mean frequency for a proposed campaign that airs advertisements onchannels corresponding to the time blocks 1 and 2, i.e., Channel Xbetween 8 PM and 9 PM on the next Monday and Channel Y between 3 PM and4 PM on the next Tuesday.

The values of Table 2 form an overlap matrix that is used by the reachand frequency estimation engine 114 to estimate reach and frequency fora proposed campaign that is to air on those time blocks. The overlapmatrix of Table 2 has only 12 values, as only two time blocks areconsidered. In practice, however, for a proposed campaign, an overlapmatrix would have n columns of partial impressions for n time block (TB₁. . . TB_(n)) and would have an additional column for the combinationsof k time blocks. In some implementations, k=2, and thus for n timeblocks, Table 2 will have n+n!/(2*(n−2)!) columns, where n!/(2*(n−2)!)determines the number of unique combinations for each set of two timeblocks. The values in column are summed to obtain the partialimpressions for each time block and the overlapping impressions for eachset of k overlapping time blocks.

Using the values resulting from the overlap matrix, the reach andfrequency estimation engine 114 can estimate reach and frequency for aproposed campaign that airs advertisements in the specified time blocksi and j. To evaluate a campaign for reach and frequency, the reach andfrequency engine 114 receives a set of airings S={a₁, a₂, . . . , a_(n)}that occur within the time blocks selected by the advertiser (TB₁ . . .TB_(n)), and the estimated impressions I_(σ) for each airing. Theestimated impressions I_(σ) for the time blocks TB₁ . . . TB_(n) differfrom the partial impression estimates E[|T_(i)|] for the time blocks. Inparticular, the partial impression estimates are a measure of aprobability that viewing devices 130 will be used to present one or moreactual impressions for the time blocks. In this example, the partialimpression for each time block is equal to the individual probabilityfor that time block. The estimate impressions, however, are impressionestimates for each airing, and there can be multiple airings during atime block. In some implementations, the estimated impressions I_(σ) foreach airing can be based off historical impression data for each timeblock, or can be received from a third party or process.

The total impression count for the set S is given by Equation 5:

$\begin{matrix}{I = {\sum\limits_{\sigma = 1}^{n}I_{\sigma}}} & (5)\end{matrix}$

With k=2, the viewership overlap of impressions for airings a_(δ) anda_(K) for any two time blocks TB_(i) and TB_(j), i≠j, is calculated byequation (6):

$\begin{matrix}{V_{a_{\sigma}a_{\kappa}} = {\frac{E\left\lbrack {{T_{i}\bigcap T_{j}}} \right\rbrack}{{E\left\lbrack {T_{i}} \right\rbrack} + {E\left\lbrack {T_{j}} \right\rbrack}}*\left( {I_{\sigma} + I_{\kappa}} \right)}} & (6)\end{matrix}$

where the airing a_(O) is for time block i and a_(K) is for time blockj. The reach and frequency estimation engine 114 calculates theproportion of partial impressions that are overlapping impressions foreach pair of time blocks (E[|T_(i)∩T_(j)|]/(E[|T_(i)|]+E[|T_(j)|])), andthen multiplies the total projected impression count (I_(σ)+I_(K)) forthe two time blocks TB_(i) and TB_(j) to estimate the total number ofoverlapping impressions.

To calculate the reach for the airing set S, all overlapping impressionsfor each of the time block combinations summed and subtracted from thetotal number of estimated impressions. The reach of airing set S of airsis thus calculated by equation (7):

$\begin{matrix}{R = {{I - {\sum\limits_{\underset{a_{\sigma} \neq a_{\kappa}}{{a_{\sigma}a_{\kappa}} \in S}}V_{a_{\sigma}a_{\kappa}}}} = {{\sum\limits_{\sigma = 1}^{n}I_{\sigma}} - {\sum\limits_{\underset{a_{\sigma} \neq a_{\kappa}}{{a_{\sigma}a_{\kappa}} \in S}}V_{a_{\sigma}a_{\kappa}}}}}} & (7)\end{matrix}$

The mean frequency of S is thus calculated as the quotient I/R. The meanfrequency is a measure of an average of how often each viewing device130 will be used to generate an impression.

Returning to the example data of Table 2, assume there is a set of twoairings, the first for time block 1 and the second for time block 2, andthe first airing is estimated to have 12 impressions and the secondairing is estimated to have 8 impressions. Accordingly:

I=12+8=20 total impressions;

V _(ai,aj)=[( 5/18)/( 5/4+⅔)]*20=2.89 overlapping impressions

R=20−2.89=17.11 viewing devices

S=20/17.11=1.17

The overlap matrix data and the values above can be stored in the reachand frequency data store 280. The data set used to generate the overlapmatrix of Table 2 is for exemplary purposes and represents only afraction of the actual data that would be used to estimate reach for aproposed advertising campaign.

Although this example has focused on television ads, the methods andsystems described herein are readily applicable to other forms ofdelivering advertising content such as through the radio, Internet, etc.

FIG. 3 is a flow diagram of an example process for generating reach dataand device frequency data. For example, the process 300 can beimplemented in the television advertisement reach and frequencyprocessing system 200 of FIG. 2.

Time block data for a plurality of time blocks are accessed (310). Forexample, the reach and frequency estimation engine 114 and/or thereporting engine 112 can access time block data stored in the time blockdata store 108. Each time block defines a time period during whichprogramming of a channel is aired.

Devices that were used to present programming of the channel during thetime period defined by each time block are identified (320). Forexample, for each time block, the reach and frequency estimation engine114 can identify viewing devices 130 used to present programming of thechannel during the time period defined by that time block, e.g., asstored in time block data store 108.

In some implementations, devices are identified by first accessingtelevision reporting data for devices (322). For example, the reach andfrequency estimation engine 114 and/or the reporting engine 112 canaccess the television reporting data. The television reporting data caninclude for each device a device identifier identifying the device (e.g.viewing device 130), channel identifiers identifying channels havingprogramming that was presented by use of the device and device time dataidentifying times at which the programming of each of the channels waspresented by use of the device.

Thereafter, the device identifier, the channel identifiers and thedevice time data are associated to identify the time blocks in which thedevice was used to present programming of the channels during the timeperiods defined by the time blocks (324). For example, the reach andfrequency estimation engine 114 and/or the reporting engine 112 canassociate the device identifier, the channel identifiers and the devicetime data.

First probability data for each identified device are generated (330).The first probability data include a first probability that theidentified device (e.g., viewing device 130) was used to present content(e.g., ads) on the channel during the time period defined by that timeblock. For example, the reach and frequency estimation engine 114 cangenerate first probability data.

In some implementations, the first probability data for each device aregenerated by first determining a duration with which the identifieddevice was used to present the programming of a time block (332). Forexample, the reach and frequency estimation engine 114 can determine aduration with which the identified device (e.g. viewing device 130) wasused to present the programming of a time block.

Thereafter, a ratio of the duration with which the identified device wasused to present the programming of a time block to the time period ofthat time block is determined (334). For example, the reach andfrequency estimation engine 114 can determine a ratio of the durationwith which the identified device (e.g. viewing device 130) was used topresent the programming of a time block to the time period of that timeblock. In some implementations, these probabilities are normalized andaccount for a partial impression.

Second probability data including second probabilities that the devicewas used to present the content in each time block in sets of two ormore time blocks are generated (340). The second probabilities are basedon the first probabilities associated with the time blocks in the setsof two or more time blocks. For example, the reach and frequencyestimation engine 114 can generate second probability data bymultiplying the first probabilities for each of the two or more timeblocks. In some implementations, the second probabilities account for animpression overlap for the time blocks.

Reach data for a campaign are generated (350). The reach data is basedon the first and second probabilities and representative of a reach ofthe campaign to be presented in the time blocks. For example, the reachand frequency estimation engine 114 can generate reach data, as storedin the reach data and device frequency data store 280.

In some implementations, the reach data for the campaign can begenerated based on a difference between an aggregation of the projectednumbers of impressions and an aggregation of the impression overlaps(352). For example, the reach and frequency estimation engine 114 cangenerate reach data based on a difference between an aggregation of theprojected numbers of impressions (e.g., “I”) and an aggregation of theimpression overlaps (e.g., summation of Va_(x), a_(y)).

Optionally, device frequency data for the campaign can be generated(360). The device frequency data can be based on a ratio of the reachrepresented by the reach data and the aggregation of the projectednumbers of impressions, and representative of a frequency with which thecampaign will be presented by use of a unique device on the channelsduring the time periods defined by the time blocks. For example, thereach and frequency estimation engine 114 can generate the devicefrequency data based on a ratio of the reach R represented by the reachdata and the aggregation of the projected numbers of impressions I.

Optionally, the reach and frequency data are displayed (370). Forexample, the television advertisement reach and frequency processingsystem 200 can facilitate the display of the reach data on a computermonitor or in a reach data/reach data and device frequency data reportprovided to television advertisers.

FIG. 4 is a flow diagram of an example process 400 for processing firstand second probabilities to generate reach data and device frequencydata.

A first number of the devices used to present the content in the timeblock based on the first probabilities of all the devices associatedwith the time block are estimated (410). For example, the reach andfrequency estimation engine 114 can estimate a first number of theviewing devices 130 used to present the content in the time block basedon the first probabilities of all the viewing devices 130 associatedwith the time block.

A second number of the devices used to present the content in each timeblock in the set of two or more time blocks based on the secondprobabilities of all the devices associated with the set of two or moretime blocks is estimated (420). For example, the reach and frequencyestimation engine 114 can estimate a second number of the viewingdevices 130 used to present the content in each time block in the set oftwo or more time blocks based on the second probabilities of all theviewing devices 130 associated with the set of two or more time blocks.

For each time block a projected number of impressions for the content inthe time block is accessed (430). For example, the reach and frequencyestimation engine 114 can access for each time block a projected numberof impressions for the content in the time block (e.g., the portion of“I” attributable to a specific ad airing/time block).

For each set of two or more time blocks an impression overlap isdetermined (440). For example, the reach and frequency estimation engine114 can determine for each set of two or more time blocks an impressionoverlap (e.g., Va_(x), a_(y)).

FIG. 5 is block diagram of an example computer system 500. The system500 can be used to implement the reach and frequency processing system200 of FIG. 2. The system 500 includes a processor 510, a memory 520, astorage device 530, and an input/output device 540. Each of thecomponents 510, 520, 530, and 540 can, for example, be interconnectedusing a system bus 550. The processor 510 is capable of processinginstructions for execution within the system 500. In one implementation,the processor 510 is a single-threaded processor. In anotherimplementation, the processor 510 is a multi-threaded processor. Theprocessor 510 is capable of processing instructions stored in the memory520 or on the storage device 530.

The memory 520 stores information within the system 500. In oneimplementation, the memory 520 is a computer-readable medium. In oneimplementation, the memory 520 is a volatile memory unit. In anotherimplementation, the memory 520 is a non-volatile memory unit.

The storage device 530 is capable of providing mass storage for thesystem 500. In one implementation, the storage device 530 is acomputer-readable medium. In various different implementations, thestorage device 530 can, for example, include a hard disk device, anoptical disk device, or some other large capacity storage device.

The input/output device 540 provides input/output operations for thesystem 500. In one implementation, the input/output device 540 caninclude one or more of a network interface devices, e.g., an Ethernetcard, a serial communication device, e.g., and RS-232 port, and/or awireless interface device, e.g., an 802.11 card. In anotherimplementation, the input/output device can include driver devicesconfigured to receive input data and send output data to otherinput/output devices, e.g., keyboard, printer and display devices 560.

The uniform distributions modeling viewer behavior for a time block isillustrative only. Other distributions can also be used. Additionally,in some models, the individual probabilities can be considered dependentinstead of independent, and the second probabilities can be adjustedaccordingly. Finally, overlap for more than two time blocks can also beconsidered.

The apparatus, methods, flow diagrams, and structure block diagramsdescribed in this patent document may be implemented in computerprocessing systems including program code comprising programinstructions that are executable by the computer processing system.Other implementations may also be used. Additionally, the flow diagramsand structure block diagrams described in this patent document, whichdescribe particular methods and/or corresponding acts in support ofsteps and corresponding functions in support of disclosed structuralmeans, may also be utilized to implement corresponding softwarestructures and algorithms, and equivalents thereof.

Embodiments of the subject matter described in this specification can beimplemented as one or more computer program products, i.e., one or moremodules of computer program instructions encoded on a tangible programcarrier for execution by, or to control the operation of, dataprocessing apparatus. The computer readable medium can be a machinereadable storage device, a machine readable storage substrate, a memorydevice, a composition of matter effecting a machine readable propagatedsignal, or a combination of one or more of them.

The engines herein can be implemented as computer programs (also knownas a program, software, software application, script, or code) and canbe written in any form of programming language, including compiled orinterpreted languages, or declarative or procedural languages, and itcan be deployed in any form, including as a stand alone program or as amodule, component, subroutine, or other unit suitable for use in acomputing environment. A computer program does not necessarilycorrespond to a file in a file system. A program can be stored in aportion of a file that holds other programs or data (e.g., one or morescripts stored in a markup language document), in a single filededicated to the program in question, or in multiple coordinated files(e.g., files that store one or more modules, sub programs, or portionsof code). A computer program can be deployed to be executed on onecomputer or on multiple computers that are located at one site ordistributed across multiple sites and interconnected by a communicationnetwork.

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read only memory ora random access memory or both. The essential elements of a computer area processor for performing instructions and one or more memory devicesfor storing instructions and data. Generally, a computer will alsoinclude, or be operatively coupled to receive data from or transfer datato, or both, one or more mass storage devices for storing data, e.g.,magnetic, magneto optical disks, or optical disks. However, a computerneed not have such devices.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinvention or of what may be claimed, but rather as descriptions offeatures that may be specific to particular embodiments of particularinventions. Certain features that are described in this specification inthe context of separate embodiments can also be implemented incombination in a single embodiment. Conversely, various features thatare described in the context of a single embodiment can also beimplemented in multiple embodiments separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

This written description sets forth the best mode of the invention andprovides examples to describe the invention and to enable a person ofordinary skill in the art to make and use the invention. This writtendescription does not limit the invention to the precise terms set forth.Thus, while the invention has been described in detail with reference tothe examples set forth above, those of ordinary skill in the art mayeffect alterations, modifications and variations to the examples withoutdeparting from the scope of the invention.

1. A computer-implemented method, comprising: accessing firstprobability data specifying first probabilities that viewing deviceswere used to present content on channels during time periods defined bytime blocks; accessing second probability data specifying secondprobabilities that the viewing devices were used to present the contentin each time block in sets of two or more time blocks; determining firstnumber data for each time block specifying an estimated first number ofthe viewing devices used to present the content in the time block basedon the first probabilities; determining second number data for each setof two or more time blocks specifying an estimated second number of theviewing devices used to present the content in each time block in theset of two or more time blocks based on the second probabilities; andgenerating impression overlap data for each set of two or more timeblocks specifying an estimated impression overlap from viewing devicespresenting the content in each of the time blocks in the set based onthe first numbers of the viewing devices corresponding to the timeblocks in the set, the second number of the viewing devicescorresponding to the set and an estimated number of impressions for thecontent presented in the time blocks in the set.
 2. The method of claim1, wherein the second probabilities are based on the first probabilitiesfor the respective time blocks in the sets of two or more time blocks.3. The method of claim 2, wherein a second probability for a particularset of two or more time blocks is based on a product of the firstprobabilities for each of the time blocks in the particular set.
 4. Themethod of claim 1, wherein generating impression overlap data comprises:determining a ratio of the second number for a particular set of two ormore time blocks to an aggregation of the first numbers for the timeblocks in the particular set; and determining an estimated impressionoverlap for the particular set based on a product of the ratio and theestimated number of impressions for the content presented in the timeblocks in the particular set.
 5. The method of claim 4, furthercomprising: generating reach data specifying a reach of the contentpresented in the particular set of two or more time blocks based on adifference between the estimated number of impressions for the contentpresented in the time blocks in the particular set and the estimatedimpression overlap for the particular set.
 6. The method of claim 5,further comprising: generating device frequency data representing anestimated frequency with which the content will be presented in the timeblocks in the particular set by use of a unique viewing device based ona ratio of the estimated number of impressions for the content presentedin the time blocks in the particular set and the reach.
 7. The method ofclaim 1, wherein the content is a television advertisement.
 8. A systemcomprising: one or more processors; and a computer-readable mediumcoupled to the one or more processors having instructions stored thereonwhich, when executed by the one or more processors, cause the one ormore processors to perform operations comprising: accessing firstprobability data specifying first probabilities that viewing deviceswere used to present content on channels during time periods defined bytime blocks; accessing second probability data specifying secondprobabilities that the viewing devices were used to present the contentin each time block in sets of two or more time blocks; determining firstnumber data for each time block specifying an estimated first number ofthe viewing devices used to present the content in the time block basedon the first probabilities; determining second number data for each setof two or more time blocks specifying an estimated second number of theviewing devices used to present the content in each time block in theset of two or more time blocks based on the second probabilities; andgenerating impression overlap data for each set of two or more timeblocks specifying an estimated impression overlap from viewing devicespresenting the content in each of the time blocks in the set based onthe first numbers of the viewing devices corresponding to the timeblocks in the set, the second number of the viewing devicescorresponding to the set and an estimated number of impressions for thecontent presented in the time blocks in the set.
 9. The system of claim8, wherein the second probabilities are based on the first probabilitiesfor the respective time blocks in the sets of two or more time blocks.10. The system of claim 9, wherein a second probability for a particularset of two or more time blocks is based on a product of the firstprobabilities for each of the time blocks in the particular set.
 11. Thesystem of claim 8, wherein generating impression overlap data comprises:determining a ratio of the second number for a particular set of two ormore time blocks to an aggregation of the first numbers for the timeblocks in the particular set; and determining an estimated impressionoverlap for the particular set based on a product of the ratio and theestimated number of impressions for the content presented in the timeblocks in the particular set.
 12. The system of claim 11, wherein thecomputer-readable medium comprises further instructions executable bythe one or more processors and upon such execution cause the one or moreprocessors to perform operations comprising: generating reach dataspecifying a reach of the content presented in the particular set of twoor more time blocks based on a difference between the estimated numberof impressions for the content presented in the time blocks in theparticular set and the estimated impression overlap for the particularset.
 13. The system of claim 12, wherein the computer-readable mediumcomprises further instructions executable by the one or more processorsand upon such execution cause the one or more processors to performoperations comprising: generating device frequency data representing anestimated frequency with which the content will be presented in the timeblocks in the particular set by use of a unique viewing device based ona ratio of the estimated number of impressions for the content presentedin the time blocks in the particular set and the reach.
 14. The systemof claim 8, wherein the content is a television advertisement. 15.Software stored in a computer readable medium and comprisinginstructions executable by a processing system and upon such executioncause the processing system to perform operations comprising: accessingfirst probability data specifying first probabilities that viewingdevices were used to present content on channels during time periodsdefined by time blocks; accessing second probability data specifyingsecond probabilities that the viewing devices were used to present thecontent in each time block in sets of two or more time blocks;determining first number data for each time block specifying anestimated first number of the viewing devices used to present thecontent in the time block based on the first probabilities; determiningsecond number data for each set of two or more time blocks specifying anestimated second number of the viewing devices used to present thecontent in each time block in the set of two or more time blocks basedon the second probabilities; and generating impression overlap data foreach set of two or more time blocks specifying an estimated impressionoverlap from viewing devices presenting the content in each of the timeblocks in the set based on the first numbers of the viewing devicescorresponding to the time blocks in the set, the second number of theviewing devices corresponding to the set and an estimated number ofimpressions for the content presented in the time blocks in the set. 16.The software of claim 15, wherein the second probabilities are based onthe first probabilities for the respective time blocks in the sets oftwo or more time blocks.
 17. The software of claim 16, wherein a secondprobability for a particular set of two or more time blocks is based ona product of the first probabilities for each of the time blocks in theparticular set.
 18. The software of claim 15, wherein generatingimpression overlap data comprises: determining a ratio of the secondnumber for a particular set of two or more time blocks to an aggregationof the first numbers for the time blocks in the particular set; anddetermining an estimated impression overlap for the particular set basedon a product of the ratio and the estimated number of impressions forthe content presented in the time blocks in the particular set.
 19. Thesoftware of claim 18, wherein the software comprises furtherinstructions executable by the processing system and upon such executioncause the processing system to perform operations comprising: generatingreach data specifying a reach of the content presented in the particularset of two or more time blocks based on a difference between theestimated number of impressions for the content presented in the timeblocks in the particular set and the estimated impression overlap forthe particular set.
 20. The software of claim 19, wherein the softwarecomprises further instructions executable by the processing system andupon such execution cause the processing system to perform operationscomprising: generating device frequency data representing an estimatedfrequency with which the content will be presented in the time blocks inthe particular set by use of a unique viewing device based on a ratio ofthe estimated number of impressions for the content presented in thetime blocks in the particular set and the reach.